- July 14, 2014
- Posted by: Alana Hodgins
- Category: News
A products branding often becomes synomonous with the product itself, if I were to describe a tick with the slogan “Just Do It”, who would you think of? Or a big yellow M, what’s the first thing that springs to mind? The word “brand” derives from Old Norse “brandr” meaning “to burn” – recalling the practice of producers burning their mark (or brand) onto their products.
The Italians used brands in the form of watermarks on paper in the 13th century. Blind Stamps, hallmarks and silver-makers’ marks are all types of brand. In the modern era, a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:
- Delivers the message clearly
- Confirms your credibility
- Connects your target prospects emotionally
- Motivates the buyer
- Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
A strong brand is invaluable, it’s important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without.